Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma

Year 2025, Volume: 22 Issue: 1, 253 - 269, 27.03.2025

Engin Tengilimoğlu

https://doi.org/10.24010/soid.1616329

Abstract

Turistik ürün satın alımlarında bilgi arama, alternatifleri belirleme ve satın alma süreçlerinin büyük oranda internet üzerinden yürütüldüğü görülmektedir. Bu süreçlerde tüketici kaynaklı bilgilerin potansiyel tüketicilerin kararları üzerinde etkili olduğu birçok çalışma tarafından kanıtlanmıştır. Buna karşın bu tür veri kaynaklarını kullanarak tüketici davranışlarını değerlendiren çok az sayıda çalışma bulunmaktadır. Bu çalışma, Türkiye’deki kıyı turizmi destinasyonlarında faaliyet gösteren oteller için online platformlardaki müşteri puanlamalarının otel tavsiye etme niyetleri üzerindeki etkisini araştırmaktadır. Çalışmada, otelpuan.com sitesinden alınan veriler üzerinde çoklu regresyon analizi uygulanmıştır. Analiz sonuçları, hizmet, fiyat/performans, oda ve yemek kriterlerinin tavsiye niyeti üzerinde anlamlı etkileri olduğunu, ancak yüzme kriterinin etkili olmadığını göstermektedir. Bu bulgular, tüketicilerin otel tavsiye niyeti üzerinde etkili olan temel unsurların belirlenmesine ve otel yöneticilerinin stratejik planlamalarına rehberlik etmektedir.

Keywords

Online Yorumlar, Online Puanlamalar, Tavsiye Niyeti

Ethical Statement

Çalışmada ikincil veri kaynakları kullanıldığından dolayı etik kurul izni gerekmemektedir.

The Impact of Online Ratings on Recommendation Intentions: A Study on Hospitality Industry

Abstract

In the purchasing of tourism products, processes such as information search, identification of alternatives, and purchasing are predominantly conducted online. Numerous studies have demonstrated that consumer-generated information significantly influences the decisions of potential consumers during these processes. However, there is a scarcity of research that evaluates consumer behavior using such data sources. This study investigates the impact of online customer ratings on hotel recommendation intentions for hotels operating in Turkey's coastal tourism destinations. Data obtained from the Otelpuan.com platform were analyzed using a multiple regression model. The results indicate that service quality, price-performance ratio, room conditions, and food quality have significant effects on recommendation intentions, whereas swimming facilities do not. These findings provide insights into the key factors influencing consumers' hotel recommendation intentions and offer guidance for hotel managers in strategic planning.

Keywords

Online Reviews, Online Ratings, Recommendation Intentions

Ethical Statement

Çalışmada ikincil veri kaynakları kullanıldığından dolayı etik kurul izni gerekmemektedir.

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